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OCIMINAR 


Project No. Two 


TO ACCOMPANY 


BOOK II 


THE UNITED Y.M.C.A. SCHOOLS 
STANDARD COURSE 


IN 


at ee SALESMANSHIP 





ASSOCIATION PRESS 
New York: 347 MADISON AVENUE 
1922 





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Su p, PROJECT 2 


by UR project for Book II carries you into the 

study of the goods and the preparation of a 

selling-talk. You are, let us say, in the employ of 
The International Drug Company. . The com- 
pany has developed a new tooth paste, after sev- 
eral years of investigation and experiment in its 
chemical department. The salesmen have been 
called in for a conference in order to work out the 
best possible selling-talk for the tooth paste. 
_ The company has not hitherto manufactured a 
tooth paste, but has gained a splendid reputation 
for its drugs which are sold only to drug stores, 
and to jobbers of drugs and allied lines. The 
tooth paste, however, is to be sold by you, as a 
salesman, not only to the retail drug stores, but to 
all stores carrying toilet preparations. ‘That 
would include all department stores, general stores 
in small towns, and’a great many small dry goods 
stores in the cities. 

The principal points of value and interest about 
the new tooth paste are as follows: 

1. It is much more than a tooth cleanser. 
Many tooth pastes and some powders are nothing 
more than a mixture of soap with a flavoring me- 
dium. Some contain, in addition, inert substances 
like chalk or pulverized orris root. Some pastes 
and powders also contain substances which neu- 
tralize the acids of the mouth and harden the 
gums. 


2. Your tooth paste has those properties and_ 


more. Its chief value lies in its power to dissolve 
the film which gathers on the teeth, causing them 
to appear yellow, and to prevent tartar. It is anti- 
septic—counteracting or preventing putrefaction 
of the food particles left between the teeth. 
It is a disinfectant and deodorant. It is astringent 
and relieves pyorrhea and other diseases of the 
gums. 


3. The company has had the tooth paste tested 
by some fifty people over a period of six months, 
and has had dentists make observations of the 
teeth and mouths of these people once a week. 
The testimonials of the dentists and of the test 
squad (the fifty people) amply justify the claims 
mentioned in Paragraph 2. These claims are con- 
servative, for the company believes in the policy 
of understating rather than overstating the merits 
of its products. 


4. Because of the ingredients in this paste and 
the care necessary in compounding it, the retail 
selling price for a 2%4 ounce tube must be around 
60c. The wholesale price to the dealer must, 
therefore, be higher than that of your competitors 
(granting that you have any) ; but the dealer will 
make a slightly larger profit than he now receives 
on other and less efficacious tooth pastes. 


5. Your company plans a national publicity 
campaign to advertise the paste, and will supply 
the dealer with unique and artistic advertising 
matter. 


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What You Are to Do 


Your sales manager has supplied you with the 
foregoing facts and has asked you to post your- 
self thoroughly on tooth pastes, for you will have 
to compete with several makes. In order to get 
the facts about competing lines, drop a letter to 
each of the following companies and ask them to 
send you a sample of the tooth paste mentioned, 
together with literature about it: 


The Pepsodent Company (Pepsodent Paste) 
1104 South Wabash Avenue, Chicago. 
McKesson & Robbins, Inc. (Calox Paste) 
91 Fulton Street, New York City 
Lehn & Fink, Inc. (Pebeco Paste) 
Greenwich and Morton Streets, 
New York City. 
Colgate & Company (Ribbon Dental Cream) 
199 Fulton Street, New York City. 
The Kolynos Company (Kolynos Paste) 
New Haven, Conn. 
Forhan Company (Forhan’s for the Gums) 
200 Sixth Ave., New York City. 


Read all the literature which you receive and. 
study carefully the subject of tooth paste from 
every angle. 

Then work out your project along two lines: 


1. Using the Hawkins Chart as a guide, chart 
the facts about your tooth paste. Be sure to in- 
clude every possible point about your own goods 


3 


and the various competing pastes. You will prob- - 


ably be able to cover several pages with data ex- 
tended out under subordinate headings. Make 
the chart so plain and complete that when you 
hand it to your sales manager he will know exactly 
what you mean, 


2. Taking your points from the chart write 
out a selling-talk that will be logical, convincing, 
and appealing, according to the requirements in 
Lessons 6, 7, and 8. As a supplement to the 
selling-talk compare your paste with your nearest 
competitor’s. 


Instructions 


1. Write your chart and your selling-talk on 
paper 814 x 11 inches, with ink. Do not include 
in your chart any of the Hawkins points not neces- 
sary for your goods. The selling-talk should be 
written in paragraphs and sections, and it should 
be written just about as you would talk to a pros- 
pect. Make it complete. 


2. Read again the instructions on page 1 of: 


Project 1, and follow them as far as they apply 
to this project. But, in order that the examiner 
of your papers may be able to standardize the 
analyses and sales talks, you are to confine your- 
self to the one article given in the project—tooth 
paste. 

This project covers only a chart and a selling- 
talk; the latter is to include what you would say 
to a prospect after you have secured an audience. 


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UNIVERSITY OF ILLINOIS— URBANA 


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